A leading snacking company in APAC wanted to understand the shopper landscape across modern trade, traditional trade & eCommerce to determine the impact of current marketing initiatives on shopper behaviour. They wanted information that would inform the intersection of marketing and shopper strategies with high impact recommendations. At the same time, they wanted to overcome the limitations of shop-alongs and harness in-the-moment advantages.
The Approach:
A 2-week mobile community of n=600 consumers was recruited in the Philippines. Upon joining, consumers completed a short profiling survey, allowing contextualization of all further results. Each day consumers completed a short morning survey, capturing any plans for shops that day. The Shopper Diary was available throughout the 2-week period so consumers could complete the diary when in store during each shopping occasion, providing in-situ feedback – both visual, spontaneous and structured.
The Result:
n=3,879 shopping occasions were captured across all trade formats. Information was gathered on not only what people were buying, but also where, when, with whom, and why. We learnt that shopper journeys vary significantly for the different types of trade, and missions are influenced by the interplay between purchase drivers and purchase occasions, including day part. Understanding consumers’ entire repertoire enabled us to size and attribute value to the missions at a category level and identify category growth opportunities when brand share was overlayed.
